xiii TABLE OF CONTENTS ABSTRACT ............................................................................................................. I ABSTRAK ............................................................................................................ III VALIDATION PAGE ............................................................................................ V THE GUIDANCE FOR USING THE THESIS ................................................... VII STATEMENT OF AUTHORSHIP ...................................................................... IX ACKNOWLEDGEMENTS .................................................................................. XI TABLE OF CONTENTS .................................................................................... XIII LIST OF APPENDICES ...................................................................................... XV LIST OF FIGURES .......................................................................................... XVII LIST OF TABLES ............................................................................................. XIX LIST OF ABBREVIATIONS AND SYMBOLS .............................................. XXI CHAPTER I INTRODUCTION .......................................................................... 1 I.1 BACKGROUND ................................................................................................. 1 I.2 RESEARCH QUESTIONS ................................................................................... 3 I.3 RESEARCH OBJECTIVE .................................................................................... 3 I.4 RESEARCH APPROACH AND METHODS ............................................................ 4 I.5 KEY ASSUMPTION AND RESEARCH LIMITATIONS ........................................... 4 I.6 WRITING STRUCTURE ..................................................................................... 4 CHAPTER II LITERATURE REVIEW ............................................................. 6 II.1 INTRODUCTION ........................................................................................ 6 II.2 THEORETICAL FOUNDATIONS .................................................................. 6 II.2.1 Pro Environmental Behaviour ............................................................. 6 II.2.2 Norm Activation Theory ..................................................................... 7 II.2.3 Information ......................................................................................... 8 II.2.4 Social Norm ...................................................................................... 10 II.2.5 Perceived Behavioural Control and Convenience ............................ 11 II.3 REVIEW ON PREVIOUS STUDIES AND STATE-OF-THE-ART (SOTA) ........ 13 CHAPTER III RESEARCH METHODOLOGY .............................................. 21 III.1 INTRODUCTION ........................................................................................... 21 III.2 RESEARCH METHODS ................................................................................. 21 III.3 RESEARCH DESIGN ..................................................................................... 22 III.4 DATA COLLECTION .................................................................................... 24 III.4.1 Settings ............................................................................................... 24 III.4.2 Semi Structured Interview ................................................................. 25 III.4.3 Self-Administered Questionnaire ....................................................... 27 III.4.4 Netnography ....................................................................................... 31 III.5 DATA ANALYSIS ........................................................................................ 32 III.5.1 Content Analysis ................................................................................ 32 III.5.2 Statistical Analysis ............................................................................. 32 CHAPTER IV RESULTS AND ANALYSIS .................................................. 35 IV.1 INTRODUCTION .......................................................................................... 35 IV.2 SEMI-STRUCTURED INTERVIEW ANALYSIS ................................................ 35 IV.2.1 Interviewees Profiles ......................................................................... 35 xiv IV.2.2 E-commerce Shopping Habit ............................................................. 36 IV.2.3 Norm Activation Model .....................................................................